Digital radio listeners read and use information from the scrolling text on their DAB sets, according to the latest findings from the RAB Platform Survey.
69% of listeners read the text, whilst 42% actually used web addresses or phone numbers on the display, offering advertisers a new channel of communication to connect through to consumers.
The text, known as Dynamic Label Segment or DLS, is a data service used to complement the audio broadcast, representing a key point of difference between digital and analogue radios.
The DLS contains 128 characters of text that appear on the digital radio’s small screen, and is updated every few seconds. Adding text/visual content to the audio broadcasts offers additional information to DAB users.
To date this function has been used to display the song or artist currently playing, what is coming up next, weather, football scores, traffic and so on. However, this is set to change.
100% of DAB radios in the market now have text displays, and the quality is constantly improving. This means that the opportunity now exists for advertisers to enjoy the benefits of a 100% bi-media (audio and text) campaign on digital stations.
Display text allows radio station and advertiser phone numbers, URLs and SMS shortcodes to be repeated. DSL can also help drive consumers online, reinforce on-air sponsorship and enhance promotions.
Recent user trials have explored the potential of DAB for advertisers. A year-long trial in Bristol – a collaborative project undertaken by Hewlett Packard, Bristol University, ASL, GCAP/GWR and Panasonic – showed how users responded to the experience of viewing web pages on a ‘visual’ radio.
After being shown the DLS, participants were also given the opportunity to press the GWR red “plus” button. This directed them to GWR’s handheld bespoke website, which contained news, weather, movies, music and the last ten songs played.
These receivers were based in listener homes for a week, any usage was logged and they were interviewed regarding their usage and behaviour afterwards.
The results showed that people developed a glancing habit and in some instances it would even keep them listening longer, waiting for the adverts to finish so they could listen to the next song.
The trial also showed that the user of the service became habitual quite quickly, and people had strong emotions about losing it at the end of the trial. Additional suggestions and additions included buying or ordering music or cinema tickets, TV programme information, horoscopes, little (light-weight) games, a diary and celebrity gossip.
Listeners enjoyed the interaction with the radio, and ‘red button’ was perceived as having great benefit to further increasing the entering of competitions, and voting in particular.
In addition to adding to the immediacy of interaction, this functionality also overcomes current perceived barriers such as cost, phone queues, not wanting to hear their own voice on the radio and so on.
The results come after digital radio sales reached a record high recently (see Digital Radio Sales Top Three Million).
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